Director of Marketing and Audience Development Job at UC Berkeley Art Museum and

Director of Marketing and Audience Development (0471U) - #76433

Position Summary

The Director of Marketing and Audience Development will create and oversee efforts that engage audiences, grow visitation, increase the museum's profile locally, nationally and internationally, and significantly increase revenue from admission, membership and donor support. The Director of Marketing and Audience Development is responsible, through subordinate staff, for amplifying the BAMPFA brand, cultivating new audiences, and increasing revenue. A member of BAMPFA's Leadership team, the Director reports to the Executive Director and will collaborate across departments to bring an audience-centric perspective to operational and strategic planning. This role will oversee the work of the marketing, communications, graphic design, visitor experience, and retail store teams.

Responsibilities

Management and Supervision:

• Oversee and supervise functions related to museum external affairs; specifically marketing and communications, public relations, visitor experience and retail store.
• Lead, coach, and build a data-driven team focused on marketing, design, communications, programming, and visitor experience.
• Establish team and individual goals and monitor and support team performance.
• Provide leadership for creative team, social media efforts and website content and creation.
• Manage day-to-day marketing and communications operations.
• Act as the departmental project manager or act as mentor to subordinate staff on management of their projects.

Audience Growth and Engagement Strategy:

• Develop and implement strategies deployed by staff to identify, attract, engage, and retain target audiences, including Bay Area community members, UC Berkeley students and staff, BAMPFA members, and donors.
• Analyze current audience demographics collected by staff and identify pipeline opportunities for growth in underrepresented or new segments.
• With staff, develop and implement institutional surveys to understand visitor volume and use patterns; share and integrate findings throughout the organization to inform planning, operations, marketing, and fundraising strategies.
• Provide leadership for creative team, social media efforts and website content and creation.

Audience Segmentation and Personalization:

• Through Marketing Specialist, segment BAMPFA’s audiences into specific groups for more tailored communication.
• Work with staff and task forces to deepen use of tools such as Tessitura to implement personalized outreach efforts to deepen engagement based on audience preferences, behavior, and interactions with the organization.
• Help develop and identify audience goals for programs.

Monitoring and Evaluation:

• Through subordinate staff, track audience growth and engagement metrics (such as social media followers, email open rates, event attendance) to measure success.
• Regularly report on performance, using data to refine strategies and demonstrate ROI to leadership and stakeholders.

Content Creation and Storytelling:

• Through subordinate staff, crafts compelling key messages and narratives around BAMPFA’s work in art and film to inspire visitor action through ticket sales, gallery admission, program attendance, or donations.
• Ensures staff deploy consistent branding and messaging across all communication channels as well as BAMPFA style guide.
• Oversees plan for asset creation and maintenance.
• Oversees media content creation by staff (program guides, emails, blogs, social media, LED screens, etc.) to ensure that it resonates with the target audience and effectively communicates BAMPFA’s mission and impact.

Print, Digital and Social Media Strategy:

• Creatively evaluate and implement effective digital and print marketing strategy and tools.
• Lead efforts to increase BAMPFA’s digital presence through social media, email marketing, and website content.
• Oversee paid advertising and SEO/SEM strategies to drive awareness and attendance.

Visitor Experience and Store:

• Oversee Visitor Experience staff and integrate Visitor Experience department functions to meet institutional goals, centering audience engagement and growth strategies.
• Ensure operational excellence and friendly customer service.
• Through Senior Manager of Visitor Experience, establish best practices and communications for front line staff in collaboration.
• Oversee staff and decision making process for merchandise production and BAMPFA store to reflect brand, vision, and revenue goals.
• Lead staff in production of signage, banners, posters, and general wayfinding.

Community Outreach and Partnership Building:

• Foster relationships with community groups, businesses, and other stakeholders to expand awareness of BAMPFA.
• Partner with other organizations to co-host events, cross-promote initiatives, or collaborate on outreach campaigns.
• Establish and maintain a network of professional contacts, including maintaining currency with professional organizations, conferences, trends, and publications.
• Establish and maintain contacts with internal and external marketing professionals and vendors such as internet resources, artists, designers, photographers, mailing houses, postal service, list brokers, advertising representatives, media contacts, etc.
• Work closely with the Development team to align audience engagement efforts with fundraising campaigns and goals.
• Leverage audience development strategies to build donor pipelines and convert casual supporters into committed donors.

Budget Owner:

• Working closely with Senior Manager of Budget and Finance to create and administer Marketing and Audience Development budget.
• Monitors the Marketing and Audience Development operational budget including non-compensation budget, staff FTE, etc.

Internal and External Communications:

• Oversee the museum’s strategic institutional communications to members and other major constituencies, along with museum communications to campus and staff.
• Serve as liaison with the University's communications department for all campus communication efforts and responses.
• Oversee Publicist and helps set strategy for PR and media outreach to attract coverage of BAMPFA’s program and people.
• Act as a spokesperson or media liaison when needed, ensuring the organization is portrayed in a positive light.
• Coordinate internal and external communications to include crisis communications, talking points, staff newsletters, FAQs.

Other duties as assigned.

Required Qualifications

• Strong knowledge of current and emerging industry requirements and best practices in areas of marketing.
• Strong skills in strategic planning to effectively organize resources, establish priorities, and achieve desired results.
• Strong skill in managing staff including selection, training, evaluating and mentoring staff at all organizational levels; skill in taking corrective action with staff as required.
• Strong interpersonal communication and political acumen to effectively work with internal customers and external constituencies.
• Strong market research, analytical, and problem recognition/avoidance/resolution skills.
• Strong skills to produce results and achieve predetermined goals within budget and time constraints.
• Strong knowledge of and/or can quickly learn applicable University policies and state and federal laws regarding copyright and other licensing issues.
• Strategic and creative vision, visitor advocacy, and data analysis skills.
• Bachelor's degree in related area and/or equivalent experience/training.

Preferred Qualifications

• Strong knowledge of and/or can quickly learn the museum and university, including its mission, vision, achievements, infrastructure, products and services.

Salary & Benefits

This is a 100% full-time (40 hrs a week) exempt career position, which is paid monthly and eligible for UC Benefits. For information on the comprehensive benefits package offered by the University, please visit the University of California's Compensation & Benefits website.

Due to compliance with California SB-1162, BAMPFA will not be able to offer a candidate anything above the top range of this posted amount. The budgeted salary that the University reasonably expects to pay for this position is $146,000 - $175,000.

Diversity Statement

As part of your application, please include a brief (1–2 paragraph) statement on your contributions to diversity, equity, inclusion, and belonging in your professional experience.

Advancing diversity, equity, and inclusion are fundamental to our UC Berkeley Principles of Community, which states that “every member of the UC Berkeley community has a role in sustaining a safe, caring, and humane environment in which these values can thrive.